AZK Media has introduced a PR service aimed at making B2B technology companies "AI search ready."

The solution centres around what the agency terms "Gen Engine Optimisation" (GEO). This approach involves building a company's reputation across the internet, rather than focusing solely on website optimisation. The service has reportedly garnered interest from a range of clients, including large global enterprises, startups, scaleups, and global agencies.

Research indicates that 89% of B2B buyers are utilising AI search platforms such as ChatGPT, Gemini, and Claude when making purchasing decisions. A study further reveals that up to 90% of AI citations originate from earned media sources, including trade publications and analyst reports. These platforms, it says, are said to prioritise third-party validation over traditional search engine optimisation (SEO), which typically focuses on website ranking.

Azadeh Williams, Managing Director at AZK Media said, "The old lead gen playbook, optimising your website, running ads, setting up event booths, no longer guarantees visibility. In today's AI landscape, PR ranks as the best-performing strategy for brand visibility across AI search."

Williams stressed the importance of third-party credibility in the age of GEO. "If you want prospects to discover your solution in AI results, you need more than keywords, you need credible endorsements on the right third-party channels. AZK Media’s new ‘AI search ready’ PR solution is critical in the age of GEO, where third party credibility and endorsements trumps traditional SEO strategy," he said.

AZK is part of the Collectivist Group, a network of global technology PR agencies representing over 46 countries. AZK Media is also developing new content formats specifically tailored for AI systems and has invested in tracking capabilities to measure AI-generated visibility.